When Cross-Cultural Consumer Risk Preferences Reverse

Using experiments, we investigate cultural differences in consumer risk-taking to identify previously unknown cultural paradoxes and boundary conditions. We adopt a context dependent view of the effect of culture on risk-taking exploring different risk types and decision-maker perspectives as moderators


Hosei Hemat and Ulku Yuksel (2015) ,"When Cross-Cultural Consumer Risk Preferences Reverse ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 322-322.


Hosei Hemat, University of Sydney, Australia
Ulku Yuksel, University of Sydney, Australia


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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